ABX & Cocktails

Kfir Pravda, Or Moshkovitz
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  • Marketing
  • Every two weeks

Join hosts Kfir Pravda, CEO of PMG, and Or Moshkovitz, Global ABX Lead at AppsFlyer, as they bring you an in-depth podcast exploring the world of Account-Based Marketing (ABM) and Account-Based Experience (ABX). Through hour-long conversations with industry experts, gain valuable insights and actionable tips to implement in your own company. Tune in for a deep dive into the strategies and tactics that drive success in today's marketing landscape. Hosted on Acast. See acast.com/privacy for more information.

  1. E27 - Is revenue marketing dead? [Jon Miller]

    06/02/2025

    E27 - Is revenue marketing dead? [Jon Miller]

    In this special episode, we explore the evolution of B2B marketing with industry expert Jon Miller. We discuss the transition from traditional MQLs to ABX, the challenges of the current marketing playbook, and the impact of AI on buyer-seller dynamics. Jon shares insights on creating unique buyer experiences, the importance of positioning, and the need for a shift towards expert-driven marketing strategies. The conversation culminates in practical recommendations for marketers navigating this new landscape. Here are some of the key points we covered: Traditional MQL-based playbook is broken due to:   - Buyer fatigue with standard tactics   - Anonymous buying behavior undermining marketing automation scoring   - Over-emphasis on measurable short-term metrics vs long-term value   - Tragedy of the commons - tactics stop working when everyone adopts them   - Email filtering and zero-click search reducing effectiveness of content marketing   - HubSpot reportedly seeing 80% drop in content traffic AI’s Impact on B2B Marketing- AI will fundamentally change buying and marketing:   - Email filtering/summarization reducing marketing message reach   - AI agents emerging for both buying and selling   - Operational/junior roles most at risk (e.g. inbound SDRs, marketing ops)   - Companies still need significant headcount to scale (examples: Harvey AI - 422 employees, Clay - 556 employees)   - Challenge: How to develop experts without junior roles as stepping stones   - AI should automate the “ing” of marketing, letting humans focus on strategy New Marketing Focus Areas There are three key areas AI cannot easily replicate: Unique Experiences -   - In-person events   - Field marketing   - Direct human interactions Relationships -   - Community building   - B2B influencer marketing   - Partner marketing   - Warm introductions Original/Creative Content -   - Based on proprietary data (like Gong’s approach)   - Truly unique creative work   - Focus on fundamentals: positioning, product-market fit -- Here you can find additional resources that we have mentioned during the episode: Unspam Your Brand EBOOK The Definitive Guide to Smarter GTM™ with Account Intelligence and ABM/ABX The Future of B2B Marketing: New Playbooks, Strategic Brands, and AI Agents (11 Predictions for 2025) The 4 Ps of Marketing Hosted on Acast. See acast.com/privacy for more information.

    38 min
  2. E26 - The Future of Agency Pricing & AI

    26/01/2025

    E26 - The Future of Agency Pricing & AI

    On episode 26 of ABX & Cocktails, Kfir speaks with Tracy Shirtcliff, CEO of Scope Better, about the changing landscape of pricing in professional services, the impact of AI, and the future of agency work. Kfir and Tracy discuss the challenges of traditional pricing models, the need for agencies to adapt to new technologies, and the importance of data-driven decision-making. Tracy shares her own insights on how to build a successful agency in the current environment and the significance of client engagement, as well as how agencies can stay ahead in 2025 and beyond. Hosted on Acast. See acast.com/privacy for more information.

    26 min
  3. E25 - How Storytelling, AI, and Collaboration Transform Marketing

    20/01/2025

    E25 - How Storytelling, AI, and Collaboration Transform Marketing

    In this conversation, Or Moshkovitz, Kfir Pravda, and Elad Ben David, Head of Creative at Wix,  discuss the importance of creativity in marketing, the impact of AI on creative processes, and the need for collaboration between creative and performance teams. Elad shares his extensive journey in the creative field, emphasizing the significance of storytelling and the unique narratives behind products. The discussion also covers effective metrics for evaluating creative success and practical formulas for creating impactful content, since investing in creativity is essential for effective communication and storytelling. Creative content professionals should be involved in product development discussions. And, most importantly, loving the work you do enhances creativity and productivity. Hosted on Acast. See acast.com/privacy for more information.

    38 min
  4. E24 - Signal-Based Selling Secrets: Transforming Go-to-Market Strategies

    12/12/2024

    E24 - Signal-Based Selling Secrets: Transforming Go-to-Market Strategies

    In this episode of ABX and Cocktails, Kevin White, Head of Marketing at Common Room, discusses the evolution of signal-based selling and how it differentiates from traditional intent-based platforms. Kevin breaks down the nuances of identifying and leveraging meaningful signals, sharing insights from his experience at Common Room and providing actionable advice for sales and marketing teams. Key insights include: Prioritizing sales signals and the strategies Common Room employs to generate pipeline efficientlyImportance of understanding a company's go-to-market motion and the value of specific signals in the sales process The role of LinkedIn in building brand awareness and the significance of optimizing for speed and learning in a competitive market Want to learn more: Connect with Kevin on LinkedIn: https://www.linkedin.com/in/kevbosaurus/ Check out Common Room's 100+ Signals for Pipeline Generation: https://docs.google.com/spreadsheets/d/1Y3bbNPJ5tmOk2wlQO7ItWz3wzjM4tglPjlz6vnAqmwA/edit?usp=sharing Hosted on Acast. See acast.com/privacy for more information.

    25 min
  5. E23 - GenAI in Marketing and Business

    03/11/2024

    E23 - GenAI in Marketing and Business

    In this episode, Kfir Pravda and Ben Rotenberg dive focus on how AI, particularly Generative AI (GenAI), is reshaping business models and marketing strategies. They explore navigating niche markets, demystifying GenAI, and its practical applications in enterprises.  Key points covered: The disruptive effect of AI on traditional agency models and project managementChallenges in marketing quantum computing due to its niche audienceThe potential of GenAI in enhancing lead qualification and personalization in marketingStarting with manual processes before automating with GenAITraining on GenAI tools is essential for effective useAI’s potential in enhancing data analysis and developing customized content for target accountsSetting realistic expectations with GenAI and avoiding the hype Ben Rotenberg’s contact details: LinkedIn: https://www.linkedin.com/in/ben-rotenberg/ Mobile: +972-52-8025370 Personal Website: https://genaiforwork.xyz/en/ Hosted on Acast. See acast.com/privacy for more information.

    46 min
  6. E22 - Building B2B Marketing Success: Wolt's Evolution, Team Building, and Strategic Growth

    07/10/2024

    E22 - Building B2B Marketing Success: Wolt's Evolution, Team Building, and Strategic Growth

    In our latest episode, Kfir Pravda and Or Moshkovitz talk with Yuval Bramson, Global Head of B2B Marketing at Wolt, about his insights about his journey in building a B2B marketing strategy at the company. Yuval shares how Wolt transitioned from a food delivery service to a broader retail platform and the challenges that came with establishing a new marketing function. He highlights the importance of understanding the company’s internal dynamics, starting with simple strategies, and leveraging existing resources. Yuval also offers his experience with team building, securing buy-in for marketing initiatives, and his personal take on performance marketing as a foundation for growth. Kfir, Or and Yuval also discussed: Team building should be opportunistic, leveraging existing strengths.Deep product and industry knowledge is critical for effective marketing.Strategic persistence (or "nagging") can help secure investments.Flexibility and a willingness to learn are vital for marketersKnowing when to say no is key when resources are limited Open positions at Wolt: https://careers.wolt.com/en/jobs?search=b2b&team=Marketing Hosted on Acast. See acast.com/privacy for more information.

    34 min
  7. E21 - A new era of using AI on LinkedIn - The GTM play

    19/09/2024

    E21 - A new era of using AI on LinkedIn - The GTM play

    Dmitry Bergelson and Oleg Sobolev, co-founders of Extrovert, discuss on “ABX & Cocktails” the importance of relationship building in sales and how their tool helps sales teams maintain relationships at scale.  In this episode, Dmitry and Oleg shared their experiences and insights on several key topics: Building relationships on LinkedIn and the challenges they facedDifferent use cases for Extrovert, including sales teams, account executives, marketing development reps, and customer success teams. The effectiveness of outbound outreach and the need for sales teams to diversify their outreach capabilities. The topic of authenticity in communication and the role of AI in reshaping salesThe need for human involvement in the sales process and the value of listening to customers Dmitry and Oleg’s Contact Details: Dmitry:  https://www.linkedin.com/in/dbergelson/  Dima@goextrovert.com Oleg:  https://www.linkedin.com/in/osobolev/  Oleg@goextrovert.com Dmitry’s cocktail recipes: Fairy Cat 80 white rum 80 peach liqueur 40 lime syrup 160 pineapple juice TYPE:  summer long drink GLASS:  highball / collins METHOD:  shake + add mixer  * * *  Angel’s Strike 40 White Rum 20 Cointreau (Triple Sec) 20 Heavy cream 10 Grenadine TYPE:  strong GLASS:  old fashioned, rocks or cosmopolitan DECO:  maraschino cherry METHOD:  mix rum and triple sec with ice, strain on fresh ice, add cream, slightly mix, add Grenadine and decorate Hosted on Acast. See acast.com/privacy for more information.

    42 min
  8. E20 - Avishai Sharon - CEO and Co-Founder at Trendemon

    09/07/2024

    E20 - Avishai Sharon - CEO and Co-Founder at Trendemon

    In “ABX & Cocktails” 20th episode, we meet up with Avishai Sharon, CEO and co-founder of Trendemon, as we discuss the challenges and opportunities of modern B2B marketing.  Avishai shares with Kfir and Or his insights on several relevant topics including: Why buyer anonymity is on the rise and the importance of understanding buyer interestsWhy’s there a need for alignment between teams for unified revenue intelligenceHow to shift from intent-based to interest-based marketingThe value of Quality human-produced content in the age of AITrends on website journey optimizationPractical strategies to demonstrate marketing ROI and adapt to changing buyer behaviors. Hosted on Acast. See acast.com/privacy for more information.

    37 min
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About

Join hosts Kfir Pravda, CEO of PMG, and Or Moshkovitz, Global ABX Lead at AppsFlyer, as they bring you an in-depth podcast exploring the world of Account-Based Marketing (ABM) and Account-Based Experience (ABX). Through hour-long conversations with industry experts, gain valuable insights and actionable tips to implement in your own company. Tune in for a deep dive into the strategies and tactics that drive success in today's marketing landscape. Hosted on Acast. See acast.com/privacy for more information.

Information

  • Creator
    Kfir Pravda, Or Moshkovitz
  • Years Active
    2023 - 2025
  • Episodes
    27
  • Rating
    Explicit
  • Copyright
    © Kfir Pravda, Or Moshkovitz
  • Show Website
    ABX & Cocktails